Cover The Mineraw returns—revived and reimagined
The Mineraw returns—revived and reimagined
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The Mineraw is back with a philosophy of clean, intentionally minimal and functional skincare
When The Mineraw quietly disappeared a few years ago, it left behind more than empty skincare bottles—it left a void in the hearts of a loyal community who saw the brand as more than just a beauty label. For many, Mineraw represented a safe space in an often overwhelming skincare world, where simplicity were as essential as the ingredients on the label.
Now, in 2025, The Mineraw returns—revived, reimagined and ready to reclaim its place with a powerful message: skincare isn’t just about surface-level glow, but about inner grounding and everyday connection.
See also: Behind the brand: Sacha Mitic on Sachajuan’s philosophy of simplicity
“When Mineraw closed, the outpouring from the community was incredible. People didn’t just ask for the products back, they felt like they were losing a friend,” says Brandon Porle, The Mineraw CEO, “That told me: this brand wasn’t just skincare. It was emotional permission to care for yourself. That’s when I knew: this is a calling. And I had to step in, to rebuild a sense of care that people clearly needed.”
Above The Mineraw's current lineup
The Mineraw's current lineup
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The brand relaunched with the theme ‘Lifted’, a simple word that resonated strongly with Mineraw’s new direction. “LIFTED is about rising together, emotionally, culturally and communally. It’s about redefining skincare not as a vanity metric, but as an anchor in an increasingly chaotic world,” Porle explains. The event saw skincare rituals that were paired with music, mocktails and deeper conversations; further exploring the idea of what skincare would look like when it’s lived and not just sold.
“It was sweaty, joyful and connected. A reminder that skincare can be alive, present, fun and sacred. It can meet you at a party or in your bedroom at 1 AM. It’s about creating emotional elevation, instead of surface-level glow.”
Above Brandon Porle, CEO of The Mineraw
Brandon Porle, CEO of The Mineraw
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Spearheaded by new brand custodian CEO Brandon Porle and CCO Samantha Yap, the relaunch is anything but conventional. With a vision rooted in emotional intelligence, inclusivity and lived rituals, The Mineraw is making a bold statement: real care starts with meeting people where they are—sweaty, tired, tender and beautifully human.
How does the relaunch honour the brand’s roots, were there any shifts in brand philosophy, formulation principles or ingredient sourcing post-relaunch?
Mineraw originally stood for “mineral + raw”, fully natural, clean beauty. We honour that, but we’ve evolved. We’ve moved from all-natural to clean, intentionally minimal and functional. It’s now a lot about offering effective, safe and smart formulations that simplify your life whether you’re a runner, commuter, or someone trying skincare for the first time.
Ingredient sourcing is now even more transparent and considered. Our Glow Serum and Toner Balance remain powerfully effective, but with smarter sourcing to ensure better price accessibility without compromising on quality. We kept the heart. We just refined the rhythm.
What were some of the biggest challenges or gaps you wanted to address with this relaunch?
Two things stood out: Firstly, men feel left out. There’s still very little visibility in skincare for men especially those who don’t identify with wellness culture. We wanted to bring them in, without making it feel like they had to change who they were to belong. Secondly, self-care felt complicated. Too many steps. Too many products. Too many promises. We simplified everything product, messaging, even our visuals to lower the barrier to entry. Skincare should feel like a breath, not a burden.
How does the brand plan to engage with its loyal community as well as new audiences?
This is a big one. Our brand is powered by community. So you can expect offline activations like our LIFTED launch, pop-ups, events such as “Face it” that blends football, skincare and men’s mental health. Collabs with lifestyle and fitness spaces, skincare education embedded in real-life moments and us, Sam and I, the brand builders continuing to show up as real people with real skin and real struggles. We meet people where they are. Physically and emotionally.
Above The Mineraw Gua Sha
Above Mineraw originally stood for “mineral + raw”
The Mineraw Gua Sha
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Did customer feedback or market shifts play a key role in the relaunch?
Absolutely. The community’s response after Mineraw shut down was emotional and vocal. We also listened closely to shifts in culture. People are craving sincerity, not perfection. They’re tired of being marketed to and instead, they want to feel seen, educated and empowered. So our new vision grew from listening: to the market, but more importantly, to real people.
How do you define “clean beauty” today and what does it mean to The Mineraw moving forward?
To us, clean beauty today means three things: safe, conscious, and kind to your skin, your emotions, and the planet. It’s not about fear-based marketing or long “free-from” lists. It’s about clarity: clear formulas, clear sourcing and clear communication. But it’s also about emotional hygiene skincare that calms, steadies, and helps you breathe easier. We want “clean” to feel human, not just clinical.
In an increasingly saturated skincare space, what makes The Mineraw different?
We lead with emotion. We’re not here to sell you 10-step routines. We’re here to build trust, simplicity and belonging. Our difference is felt in how we talk, who we talk to and what we don’t do, like overpromising. We create skincare for real life, for the person rushing to a 6AM gym class, the man who’s never used toner or the new mom just trying to take one moment for herself. We show up where others don’t. That’s our edge.
Above Toner Balance
Above Glow Serum Face Oil
Toner Balance
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Sustainability has always been core to The Mineraw, how are you deepening that commitment in this new phase?
We believe sustainability is about the system. Yes, we’re improving our materials and sourcing, but we’re also investing in emotional and lifestyle sustainability. For example, simple routines to reduce decision fatigue and partnerships with brands that share our value of long-term health more than short-term hype. It’s a lot to do about helping people build healthier lives, instead of skincare shelves.
Can we expect any new products or categories in the pipeline?
Yes. Our sunscreen is coming soon created for everyday exposure, without residue or over-complication. And beyond products, we’re creating educational tools, collaborations with wellness spaces built around emotional themes. Everything we launch moves one goal forward: make care easier to access.
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Above The brand will be launching a sunscreen to add to their lineup soon
The brand will be launching a sunscreen to add to their lineup soon
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Where do you see The Mineraw in the next 3 to 5 years?
As the region’s most emotionally intelligent skincare brand, leading a new wave of minimal, movement-driven and emotionally grounded wellness. We see Mineraw living inside gyms, airports, fatherhood kits and recovery bags. We’ll grow across Southeast Asia not just through distribution, but through trust. Wherever real people need a moment of care, we want Mineraw to be there.
If The Mineraw were to represent a feeling or lifestyle in 2025—what would that be?
A balance between armour and softness. A life where you protect and soften in equal measure, face the sun with care, ground after long days, and stay connected to your skin, mind and to others. That’s Mineraw in one breath: real care, real skin, real you.
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Credits
Images: The Mineraw
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As Senior Lifestyle Writer, Aina writes across the lifestyle vertical, covering wellness, travel, arts and entertainment. Based in Kuala Lumpur, she previously worked at CLEO Malaysia, where she headed the lifestyle, culture and entertainment sections.
